Content now, in order to have value for search, needs to be rich, useful and generate traffic.

Panda changed a lot for website owners. The idea of content being ‘king’ became a completely new concept. It wasn’t just enough to create content for the sheer purpose of having it. Content now, in order to have value for search, needs to be rich, useful and generate traffic.

WITH THE LOCALISATION, personalisation, and recent freshness changes to its algorithm, Google is moving to a place where it values not only high quality content, but how that content is shared, the traffic it generates and the categorical relation to the site.
Content mega-mortals with mixed categorisation saw the biggest hits in Panda and that is not without reason. Google wants clear categorisation - it yearns for a social graph as clear as a link graph.

Another clear reality is that the social media community does not want to share thin layers of content over monetised intent. Tons of traffic lies out there for the marketers willing to look outside of their normal channels.

Building a micro-network

Step one

Break your concept into topical themes:

• Bingo
• Casino
• Slots

By breaking your topic down you create thematic categories to build a website around. It allows you to focus your content, links, and social outreach and, thus, a specific funnel for traffic that you can move (long-term) to conversion.

With this method, rather than creating a layer of content over conversion driven monetisation, you are building quality portals users love, and monetising that traffic.

Step two

Create sharable high quality content, not keyword stuffed spam content around your topic.Content has taken on a new life in the last few years. Images, video, infographics and ‘mashups’ are all as valuable as written content. The more social signals the engines pull into the algorithm the more weight differing types of content will carry.

Step three

Optimise pages and categories of each site - like you would for a site you were optimising for monetisation.Beyond your high quality content, you want to make sure you optimise your new content portal in a standard fashion. Categories, ‘about’ pages, and our non-post pages should be optimised for search, and the site should use solid information architecture and internal linking.

Step four

Build social promotion capabilities.The key to getting traffic from social media is having the ability to seed your content on social networks and communities in a successful fashion. This boils down to high quality network building. Social seeding can also be done with a strong mix of social advertising, including Facebook advertising, and ads on Reddit and StumbleUpon. Social seeding from a high quality networking approach, with advertising mixed in, can get a fair amount ofvisibility and traffic.

Step five

Reach out to other blogs in the micro¬vertical you have created.Beyond social seeding, you will want to create connections with other content portals in your verticals. You can likely skip over the sites built on a pure monetisation concept, but content platforms look for relationships to build traffic and possible content partnerships. One idea to try is pushing your alternative content (such as infographics) out to your network of contacts to see what kind of links and traffic you can receive by giving licence to use your high quality content.

Step six

Content creation specialists, such as CopyPress.com, can help with build and distribution.The key to great content is a great strategy and great content creation specialists. While it is likely that you can offer some great ideas to build content around, it is always better to do what you do best, and leave others to do the same.

Look on websites like CopyPress.com, Elance.com and Odesk.com for writers, videographers, video editors, and other skilled content production workers.

Step seven

Use common sense; don’t go for the quick win, but rather the long-term play.Don’t spam and jam with your content portals. This should be a place to capture and drive traffic from, and not a place to look for conversions. You should be looking at their creation as an investment in an asset. These content portals should pay dividends long-term for you in terms of traffic and monetisation.

Step eight

Build highly trafficked content in terms of‘sharability’ and use.Boring, keyword stuffed content isn’t going to work in the new micro-network strategy. You need to make sure your content makes its way off your website and into people’s social graphs and emails. Heavily shared content is heavily trafficked content, and that traffic can have an impact across campaign verticals.
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